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国美网络营销研究

发布时间:2011-12-16 23:05 来源:工大在线字号:T|T

  国美网络营销研究
  
  摘要
  
  近年来 ,随着互联网的蓬勃发展,并逐渐从科研应用转向商业应用,越来越多的企业开始上网销售产品和宣传企业形象,一种新的营销方式——网络营销应运而生。这一新的营销方式在给企业带来机遇的同时,也使企业面临巨大的挑战。因此,如何更好地利用网络营销获取更大的经济效益已引起越来越多的关注。国美电器作为我国电器零售业的龙头老大,虽然已经开展网上商城,但是同样面临着如何有效开展网络营销的疑问。
  
  在阅读大量国内外文献、结合对国美电器及各相关网站的实际调研的基础上,本文运用营销理论与实际调研相结合的方法,对国美电器开展网络营销进行了深入探讨。
  
  首先,通过分析国美电器的宏观环境,结合国美电器营销现状,指出国美电器开展网络营销的必要性。由此展开对国美电器进行的SWOT分析和可行性分析。
  
  然后,结合前面的分析,得出国美电器实施网络营销的当前目标和未来目标,并根据五个网络营销的五大定位确定赢利策略。
  
  最后,本论文探讨了国美电器网络营销的模式、实施流程和网络营销运作模型。
  
  在研究中笔者以网络营销理论为基础,以广泛的调查数据为依据,力图使研究的结论具有有效性及说服力,从而为此类零售企业开展网络营销提供整体思路和具体的策略帮助,并进一步推动网络营销在中国零售企业中的应用与发展。
  
  关键词:国美电器,零售业,网络营销,营销策略
  
  Abstract
  
  As the Internet has developed rapidly and transferred gradually from scientific application to commercial application. More and more enterprises begin to do business and publicize corporate image through the Internet, so a new marketing way—network marketing appears. No enterprise could neglect the opportunities and threatens the Internet offers, so how to earn economic benefits through network marketing has attracted more and more attention. As a big enterprise, GOME Corporation is facing the same problems of whether to develop network marketing and how to develop network marketing efficiently.
  
  On basis of reading a lot of literatures and analyzing some related web sites, using ways of combining marketing theories and practical research, the author gives thorough discuss of developing net work marketing in GOME Corporation.
  
  First, through analyzing all sorts of competitive advantage that network marketing can take to the company and the company’s marketing present situation and condition, the author points out the necessity of developing network marketing in GOME Corporation. Then, the author will do SWOT analysis of the exterior and interior environment of developing network marketing in GOME.Also,the author points out the feasibility of developing network marketing in GOME Corporation.
  
  Second,through the analysis above,we kown the object of GOME Corporation both the present and the future,and the auhor point out how to make the profit and what should do in order to make the profit for GOME corporation.
  
  Third, the author constructs the right model of the network marketing against the company’s advantage and chooses corresponding network marketing strategy, and then establishes the network marketing operation model on this basis.
  
  Based on network marketing theories and comprehensive survey data, the author follows the principle of combining universality and specialties, tries to make the conclusions efficient and convincible. Through this thesis, the retail business can get the way and specific strategies to develop network marketing and help in developing network marketing. So it is very useful to promote the application and development of network marketing in Retail corporations in our country.
  
  Key words: GOME, Retail business , Network marketing, Marketing strateg

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